What Is a Demand Factor?

Demand refers to the quantity that people are willing and able to purchase a specific commodity at various possible prices within a specific period. ^[1]

[x qiú]

Demand refers to the quantity that people are willing and able to purchase a specific commodity at various possible prices within a specific period. ^[1]

Basic information

Author :( US) Adrian Slywotzky, (US) Karl Weber

Publisher: Zhejiang People's Publishing House

Edition: 1

Binding: paperback

Paper: offset paper

Printing time: 2013-06-01

Pages: 380

Folio: 16

Requirements content profile

Demand is the fundamental force that creates a great business legend. "Demand" presents six key points of demand creation that people can't refuse and competitors can't duplicate. It builds a bridge over the gap between the status quo that people are helpless to accept and the ideals that they really expect.
Creating demand requires solving a mystery. This mystery is a strange combination of anthropology, psychology, technology, design, economics, infrastructure and many other factors. "Demand" analyzes intelligent demand creators in depth, interprets how they sort out the daily worries that make people's lives painful, inconvenient, wasteful, and even dangerous. How can the excellent product copied finally resolve these worries and become an irreplaceable totem in the minds of customers.

Author brief introduction

(United States) Adrian J. Slywotzky, graduated from Harvard University, holds two master's degrees from Harvard Business School and Harvard Law School.

Requirements Catalog

The first part opens the black box of requirements

1. Make customers hopelessly fall in love with your product

The real needs are strange and hidden in the interrelationship of human factors and other series of factors. Every unique needs story has the same starting point: one person, one problem, one idea.

Real demand creation masters devote all their time and energy to understanding "people". The products they create make us irresistible, and make it impossible for competitors to copy.

Part 2 Six Keys to Successful Demand Creation

2. Create emotional resonance that cannot be separated (Guan Jian 1: Magic)

The winner is not the forerunner, but the first to create a product that resonates emotionally and can hold the direction of the market.

In the world of needs, there is no such thing at all, you can provide customers with options that they did not have at the time.

[Master of Demand Creation]

Zipcar: New freedom for car rental

Wegman Supermarket: "Category Killer" in Category Killer

3. Solve the problem that the customer did not speak to you (Guan Jian 2: trouble)

Every step that doesn't have to exist and every result that disappoints the user is a friction point on the trouble map, and each friction point represents an opportunity to create new requirements.

Regardless of the field, for potential needs yet to be realized, trouble is the first clues and the earliest flashing signals. Needs are centered on solving customer problems, not meeting needs.

[Master of Demand Creation]

Apple: Pioneer of the One Click World

Bloomberg: The Information Empire for Finished Data

CareMore: a model for collaborative medicine

4. The seemingly unrelated factors influence the success or failure of the product (Guan Jian 3: background factors)

The power to make or destroy a product is usually hidden out of your sight. Every additional step, every extra restriction, every extra component, will determine the success or failure of a product.

The relationship between infrastructure and consumer demand, which is composed of background factors, is common growth and interdependence.

[Master of Demand Creation]

What the Kindle really does is what you can't see

Tetra Pak does something no one has ever done before

5. Turn "potential" demand into "real" demand (Key 4: Motivation)

People's purchasing decisions are largely controlled by inertia, doubt, laziness, habits and apathy. Demand is like starting a car with a key, and it is driven by the excitement.

Motivation, a vital part of commercial design, can make apathetic enthusiasts enthusiastic, and eventually voluntarily become customers of magic products.

[Master of Demand Creation]

Netflix opens a new era of online movie rental

Nespresso Tango on the Tip of the Tongue and Armani in Coffee

6. Slow improvement is equal to mediocrity (Guan Jian 5: 45 ° advanced curve)

Climbing upward at a powerful 45 ° angle and throwing off shameless imitation competitors is the key to distinguishing the winners who create demand from the losers.

Only when everyone becomes a co-creator of demand can a truly steep lift be achieved.

[Master of Demand Creation]

"Teaching for America" Reinventing Education and Changing Society

Pret A Manger Sandwich The Best Lunch Of My Life

7. Add one category of customers at a time (Key 6: De-averaging)

It is always a waste of time and money to design a product that will satisfy all customers.

With an accurate vision, abandon the "average customer myth", crack the key to their hearts, understand their purchasing desires, methods and psychological prices, then tomorrow's customers must exist somewhere, waiting to be discovered at any time.

[Master of Demand Creation]

American Symphony Orchestra's lethal listener treatment

Seattle Opera House changes one customer at a time

Potter Square Bookstore's never ending conversation

Anglo-French Undersea Tunnel & Eurostar "Eighth Wonder of the World"

The third part wins the market, in the last two steps

8. Product launch: Don't become Achilles heel

Each missed month of product launch is equivalent to giving the market a chance to shift, giving competitors a chance to pre-empt, giving technology a chance to change, and giving customers a chance to turn.

Product launch is a mind game. What determines success or failure is the way people think, and the level of overcoming business habits and innate human instincts.

[Master of Demand Creation]

Toyota Prius finds demand that Honda misses

9. Product Portfolio: Continue to Create Strong New Demand

Great demand creators never think of gambling, but quality. Creating demand is creating systems. The continuous success of the release has nothing to do with the economic situation, technological level, or even the type of product. Success will only return to those who understand the need to create a "system".

[Master of Demand Creation]

Pixar Atypical Films Series Success

Merck's trial-and-error system targets key drugs

Extraordinary success in Capone Huaying Venture Capital

Where is the future demand

10. The brightest spark: the future of scientific discovery and demand

Scientific and technological innovation is the foundation of creating demand.

The laboratory is a place where human intelligence is enlarged and extended, and ideas are transformed into products. Future demand creators set sail from here ... ^[3]